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Jeri Williams
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The Listing Agent - Marketing Your Home to Other Agents
The Multiple Listing Service
Even before the sign is up and the brochures are ready, your agent should list your property with the
local MLS (Multiple Listing Service). The MLS is a database of all the homes listed by local real estate
agents who are members of the service, which is practically all of the local agents.
Important information about your property is listed here, from general data such as square footage and
number of rooms, to such details as whether you have central air conditioning or hard wood flooring.
There should also be a photo, and a short verbal description of what makes your house "special."
Agents search the database for homes that fit the price range and needs of their clients. They pay
special attention to homes that have been recently placed on the market, which is one reason you get a
lot of attention when your house is first listed. Many agents will want to preview the home before they
show it to their clients.
The main point about having your house listed in the MLS is that you expand your sales force by the
number of local MLS members. Instead of having just one agent working for you, now you may have
hundreds or more, depending on the size of your community.
The listing agent’s main job to make sure that the other MLS members know about your house. This is
accomplished through listing your house in the Multiple Listing Service, broker previews and advertising
targeted toward other agents, not homebuyers.
The Listing Agent - Marketing Your Home to Homebuyers
Advertising in General
Every home seller likes to be assured that their listing agent or the real estate company will run ads
featuring their home. Newspaper ads could be large display ads with lots of listings or small classified
ads featuring just your property. Ads may also appear in local real estate magazines and your listing will
also show up on the Internet.
Of course the agents and companies will run ads featuring your house, but not for the reasons you
expect.
You see, the main job of advertising is not to sell your house directly. Advertising creates phone calls
and some of those callers become clients of the agents answering the calls. This builds up a pool of
homebuyers looking for property in general, all represented by selling agents (buyer's agents). Multiply
this by all the agents and companies who also advertise homes, and there is a large pool of
homebuyers in the market at any given time – all of whom are represented by selling agents.
The agents representing those homebuyers know about your home because it is listed in the Multiple
Listing Service, has been on office and broker preview, and because your agent may have also sent
flyers to all the local real estate offices.
The agents match up their clients with available homes, one of which may be yours. Then they show the
homes to their clients, who eventually make an offer on one. That is how your house gets sold.
Ads create a pool of clients, one of which buys your home. Ads do not usually sell your house directly.
The Multiple Listing Service
Even before the sign is up and the brochures are ready, your agent should list your property with the
local MLS (Multiple Listing Service). The MLS is a database of all the homes listed by local real estate
agents who are members of the service, which is practically all of the local agents.
Important information about your property is listed here, from general data such as square footage and
number of rooms, to such details as whether you have central air conditioning or hard wood flooring.
There should also be a photo, and a short verbal description of what makes your house "special."
Agents search the database for homes that fit the price range and needs of their clients. They pay
special attention to homes that have been recently placed on the market, which is one reason you get a
lot of attention when your house is first listed. Many agents will want to preview the home before they
show it to their clients.
The main point about having your house listed in the MLS is that you expand your sales force by the
number of local MLS members. Instead of having just one agent working for you, now you may have
hundreds or more, depending on the size of your community.
The listing agent’s main job to make sure that the other MLS members know about your house. This is
accomplished through listing your house in the Multiple Listing Service, broker previews and advertising
targeted toward other agents, not homebuyers.
The Listing Agent - Marketing Your Home to Homebuyers
Advertising in General
Every home seller likes to be assured that their listing agent or the real estate company will run ads
featuring their home. Newspaper ads could be large display ads with lots of listings or small classified
ads featuring just your property. Ads may also appear in local real estate magazines and your listing will
also show up on the Internet.
Of course the agents and companies will run ads featuring your house, but not for the reasons you
expect.
You see, the main job of advertising is not to sell your house directly. Advertising creates phone calls
and some of those callers become clients of the agents answering the calls. This builds up a pool of
homebuyers looking for property in general, all represented by selling agents (buyer's agents). Multiply
this by all the agents and companies who also advertise homes, and there is a large pool of
homebuyers in the market at any given time – all of whom are represented by selling agents.
The agents representing those homebuyers know about your home because it is listed in the Multiple
Listing Service, has been on office and broker preview, and because your agent may have also sent
flyers to all the local real estate offices.
The agents match up their clients with available homes, one of which may be yours. Then they show the
homes to their clients, who eventually make an offer on one. That is how your house gets sold.
Ads create a pool of clients, one of which buys your home. Ads do not usually sell your house directly.